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Is 'Minority Report' 5-10 Years Away?
Author: WireSpring on 2008-08-01 10:10:56The Digital Outsider portion of MediaPost had this to say about upcoming retail experiences:
The interactive element is already there, and because it is a public medium, it promises to engage large numbers of people at once. According to Dale Herigstad, who developed the design concept for Minority Report (and who said earlier this year the futuristic interface "doesn't seem that far away now"), interaction serves to "activate" place-based digital media, with a few early adopters drawing an audience into active participation. That's the principle behind the interactive touch-screens Herigstad helped design to promote Accenture in Chicago's O'Hare airport, which allow travelers to browse and arrange text and video content on highly visible digital displays. In this scenario, the individual's browsing becomes a public event that can engage other passers-by.Our take:
Bill Gerba's opinions on using Minority Report as the point of comparison aside (he reiterates his point at Digital Signage News), WireSpring is already being asked to work on a number of the enabling technologies for this type of scenario, as surely are many of our partners and competitors. While each component is innocent enough in its own right, two additional circumstances are arising to make this a "perfect storm" of data security and privacy problems. First, the combination of the technologies -- RFID for identification, kiosks for interaction, digital signs for display, massive databases, loyalty programs, and so on) is allowing for "deep tracking" of individuals across venues, inside the home and out, and online and off. Second, the accumulation of deep tracking data for a very large number of people is giving companies extremely large and complete data bases upon which to make their marketing strategies. Essentially, the whole becomes greater than the sum of its parts because of the combined breadth and depth of the collected data.
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